Playbook
Paid search
Master the fundamentals of paid media — targeting, bidding, creative, and measurement — so every euro spent moves qualified buyers closer to a conversation.
Introduction
When I first ran Google Ads in 2010, it looked very different. Still, the core mistake I made is the same one I see marketers make today. I wasted most of the budget in the first two weeks. Not because the channel didn’t work, but because I didn’t fully understand what made people click or what made them convert. I picked keywords that felt right, wrote ads that looked clever, and assumed the rest would follow.
It didn’t.
What I learned through painful trial and error is that paid search only works when you treat it like a precision engine. You have to know exactly what your buyer is searching for, why they are searching, and what they need to see to trust that you are the right answer.
This playbook exists to help you skip that painful learning curve. It shows you how to pick intent-driven keywords, write ads that earn the click, and set up your account for fast feedback and real pipeline instead of vanity traffic.
If you’ve been meaning to launch paid search for your B2B company but weren’t sure where to start, or if you’ve tried it before and didn’t see results, this playbook is for you. It is practical, step-by-step, and focused on getting your first profitable campaign live.
